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New Communications Concept for 'Wines of Germany'

21-08-2014

The German Wine Institute (DWI) is rolling out a new communications concept for 'Wines of Germany' domestically and within the export markets. It focuses on a stronger emotional appeal to potential consumers by emphasizing the distinctive features and cultures within Germany's various wine regions.

The updated logo is perhaps the most visible element in the new approach: a brightly colored, 13-berry cluster designed to visually represent each of Germany's unique winegrowing regions.

The claim "Willkommen in besten Lagen" ("Welcome to best sites") serves as a promise of quality. It invites consumers to embark on an in-depth personal exploration of each region through its traditions, wines and producers.

The Institute's internet address, deutscheweine.de (German) i.e. germanwines.de (English), also features prominently in the revised logo that will also be adapted by the individual DWI bureaus and their respective websites worldwide.

The final design was subjected to focus group testing. The researchers found that likely consumers of German wines clearly found the combination wordmark and logo to be high quality, modern, fresh and inviting.

Going forward, the DWI will also greatly strengthen its emotional appeal by using imagery to convey the high quality of German wine and the dedication of the German wine industry. So far this includes a series of photographs documenting the producers, the regions and their fans. The photos are slated to be placed in classic domestic and international print media, as well as on numerous internet portals, social media outlets and the promotional pages of the DWI. The DWI's main homepage (deutscheweine.de) multiplied visits during the past five years and will also undergo a complete redesign in the coming months, with this new "visual story" playing a central role.

A preview of the new design for future DWI publications is on display in our freshly released 2013 Joint Annual Report. A free print copy can be ordered from the DWI's online shop.deutscheweine.de. The report is written in a contemporary magazine style, with topical articles presented in a variety of layouts. These provide a broad overview of the numerous domestic and international initiatives and projects undertaken in recent years by the German Wine Institute, the German Wine Fund and the German Wine Academy